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Pioneering the Future of Battlefield

In Their Own Words: Beta Gretarsdottir, Brand Director of Live Services for Battlefield 1.

At Electronic Arts, everything we do is meant to Inspire the World to Play. Approximately 8,800 employees bring the spirit of play to EA every day, living our Purpose & Beliefs – Creativity, Pioneering, Passion, Determination, Learning and Teamwork – to deliver powerful and immersive experiences to millions of players around the world. To celebrate employees who embody these values in their work, EA recently launched our first annual Purpose & Beliefs Awards.

Meet Beta Gretarsdottir, Brand Director of Live Services for Battlefield 1, who was recognized with the Pioneering Award for her curiosity and leadership shaping the launch of Battlefield 1 and the success of live service updates in-game.

What is your role?

Based in Stockholm, Sweden, I work hand-in-hand with our player analytics, insights and development teams to monitor player behavior and translate insights into new and exciting experiences. Through live services, we are constantly creating new content and tools to keep our games fresh and entertaining today and for years to come.

What do you enjoy most about your job?

First and foremost, it’s the people. My colleagues are the most talented people I have ever worked with and they are incredibly passionate about what they do. The talent at EA is truly world-class – I learn so much from those around me every day.

Also, I love seeing players’ reactions to the things we make. Whether it’s a new game or piece of content, it’s exciting to be in such a tight feedback loop with our players.

What is your favorite game of all-time?

Currently, I frequently play a mobile game called Clash Royale, which mixes a tower defense theme with a multiplayer battle arena. For my lifestyle, the game is super convenient because I can grab it for a few minutes at a time wherever I might be. I love playing against real-players, knowing that I’m connecting with other individuals from around the world, and the progression continuously evolves and challenges me.

I also have to say that EVE Online, the first game I ever worked on, will always hold a special place in my heart.

How do you embrace Pioneering at EA?

I’m very curious by nature and I love problem-solving. When faced with a challenge, I frequently encourage my team to find the solution that is unexpected. When we turn conventional thinking upside down and challenge ourselves to ask different questions, we come up with surprising answers. This exploratory process can take a little getting used to and sometimes we don’t get the results we want, but other times we end up with brilliant solutions.

As soon as there is commotion, it’s in those moments that we can reconsider options and find new paths to success. In my mind, there is always a source of new opportunity.

I love seeing players’ reactions to the things we make. It’s exciting to be in such a tight feedback loop with our players.

In your mind, what does it mean to Inspire the World to Play?

It’s human nature to be playful. Life isn’t always easy, but through play we have the opportunity to learn, collaborate and bond with each other. At EA, we create the platforms that connect people together through the power of play.

How does Pioneering advance EA’s purpose to Inspire the World to Play?

As EA and the industry at large move toward games as a service, we are embracing new ways of thinking about how we create, recruit talent and make decisions. By thinking through new solutions without jumping into muscle memory, we can better navigate the path we are on and deliver more immersive experiences for our players.

What was your experience being recognized as a recipient of the Pioneering Award?

I was very honored that my colleagues nominated me for this award. The company-wide awards ceremony was fantastic and it was so humbling to hear all the wonderful things that were said about me. I also had the opportunity to donate to the nonprofit of my choice and chose the UNHCR. Multiple people on the Battlefield team have been impacted by the refugee crisis, either personally or through family members, and after hearing their stories, it felt right to honor such an important cause. I’m also now a fitness trainer in FIFA 18, making me the first Icelandic woman in FIFA! This is the first year the Icelandic team is featured in the game, and to accompany our national team as a fitness trainer was a big moment of pride for me. None of my friends ever expected me to be associated with FIFA soccer!

What does it mean to you to be recognized?

I come from the world of live services, so I’m not a traditional marketing person. This recognition is a reminder that there is value in being a little different, thinking in new ways and offering a fresh perspective.

I am incredibly grateful to be the recipient of a Purpose & Beliefs Award. It really makes me think about why I do what I do, and about all the amazing people I have met and learned from along the way.


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